Free turn-by-turn navigation offered by Nokia's Ovi Maps is being advertised via the slightly odd medium of complimentary taxi journeys in four of the UK's key cities.
Glasgow, Manchester, Birmingham and London will all be home to specially commissioned cabs which bear Nokia's branding and the very distinct sat nav design.
In the rear of the cabs are some hard wired Nokia X6 smartphones providing passengers with the chance to have a play with the Ovi Maps app. Clearly the app will also plot their journey to show them just how effective the sat nav system is.
The cabs will not take passengers on excessively long trips, so don't expect to get from London to Manchester for free, but a reasonable local request will be met with pleasure.
If you fancy getting your hands on an X6 you should head to Twitter and tweet using the #NokiaFreeSatNav hashtag, as five are being handed out each day.